Brand Management

Can you build and sustain a successful consumer brand by winning consumers and stores, profitably? This is a small scale simulation that provides an engaging introduction to taking a resource view of management.

DescriptionTeams run a premium consumer brand over 12 years to build sales and profits. Advertising spend wins consumer interest, and a sales force wins stores in order to increase product availability. Pricing decisions determine profit margin and average consumer demand.
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Key Learning points

Business performance over time (sales and earnings) depends on the resources we have.
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Uses This simulation's primary use is for strategy, strategy dynamics, systems thinking and marketing courses. A PC based exercise it is usually run in teams of 3-4 people. About 2.5 hours is required for completion. Full teaching materials are provided.
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